Branding Models and Cultural Environments

These flashcards cover key terms and concepts related to branding models and cultural environments as presented in your lecture notes.

Brand Personality Model

Building a brand as human personality; involves associating a brand with human characteristics.

Five Dimensions of Brand Personality

1. Sincerity 2. Excitement 3. Competence 4. Sophistication 5. Ruggedness.

Viral/Tribal Branding Model

A model where consumers create the identity value of a brand, focusing on consumer-driven marketing.

Cultural Branding Model

Building a brand based on cultural icons or myths at a local level.

Corporate Branding Strategy

Promoting a brand with the corporate name used for all products and services.

Endorsement Branding Strategy

Parent brand name tied to sub-brands, linking them to corporate or umbrella brand.

Product Branding Strategy

Each product is individually branded for its specific target market.

Value

An enduring belief or preference for one mode of conduct over another.

Cultural Onion Model

A framework representing culture in four layers: Values, Rituals, Heroes, Symbols.

Stereotyping

Mental placement of people in fixed categories based on generalizations.

Selective Perception

The tendency to focus on certain features of the environment while ignoring others.

High-Context Communication Culture

A culture where much information is conveyed through context rather than words.

Low-Context Communication Culture

A culture where communication is direct and relies heavily on verbal information.

SWOT Analysis

A strategic planning tool that stands for Strengths, Weaknesses, Opportunities, Threats.

Consumer's Role in Viral Branding

Discovering the brand and spreading word-of-mouth.

Means-End Model

A model suggesting that brands exist as an association network in the consumer's mind.